M: Marketing

by Grewal, Dhruv; Levy, Michael

• ISBN13: 9781265267025
• ISBN10: 1265267022
• eBook ISBN(s): 9781265269883
• Additional ISBN(s): 9781259446290, 9781260478907
• Edition: 8th
• Format: Loose-leaf
• Copyright: 2023-01-27
• Publisher: McGraw Hill
• More Book Details

Table of Contents

Section One: ASSESSING THE MARKETPLACE
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies and a Marketing Plan
Chapter 3: Digital Marketing: Online, Social, and Mobile
Chapter 4: Conscious Marketing, Corporate Social Responsibility, and Ethics
Chapter 5: Analyzing the Marketing Environment 

Section Two: UNDERSTANDING THE MARKETPLACE
Chapter 6: Consumer Behavior
Chapter 7: Business-to-Business Marketing
Chapter 8: Global Marketing 

Section Three: TARGETING THE MARKETPLACE
Chapter 9: Segmentation, Targeting, and Positioning
Chapter 10: Marketing Research and Analytics 

Section Four: VALUE CREATION
Chapter 11: Product, Branding, and Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product 

Section Five: VALUE CAPTURE
Chapter 14: Pricing Concepts for Capturing Value 

Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
Chapter 15: Supply Chain and Channel Management
Chapter 16: Retailing and Omnichannel Marketing 

Section Seven: VALUE COMMUNICATION
Chapter 17: Integrated Marketing Communications
Chapter 18: Advertising, Public Relations, and Sales Promotions
Chapter 19: Personal Selling and Sales Management